It’s time to take the “artificial” out of intelligence

I recently had the opportunity to attend a conference for one of our software vendors, and I was struck by the ubiquitous use of the term “AI.” Whether it was a keynote presentation or a working session, the topic of AI featured prominently.  

I understand that AI (artificial intelligence) is a big deal and it’s here to stay, but I’m disturbed that people tend to see AI as just what the acronym stands for — artificial intelligence.  

Why are we settling for artificial? Why not begin to turn artificial into assistive, augmented, actual, authentic, applicable, and affordable intelligence?  

Assistive and augmented intelligence

Assistive and augmented intelligence can help our human agents and supervisors by providing real-time knowledge surfacing and post-call summarization. This enables them to reduce handle times, get correct answers to clients instantly, and reduce after-call work so they can serve more customers empathetically and efficiently.  

This type of intelligence has nothing to do with reducing staff but rather enabling staff to accomplish more with tools that make them experts in the products and services they support. It also allows supervisors or quality managers to look beyond simple metrics to actual agent behavior, enabling them to become coaches who elevate the skill and quality of agent interactions.

Actual and authentic intelligence

All AI technology needs to be actual — providing the knowledge and features that allow agents to become more proficient, productive, and conscientious of customer sentiment in real time. With actual intelligence, they can react instantly to mood or feeling changes and ensure they have the correct and appropriate answers for customers.

But actual intelligence alone isn’t enough. It must also be authentic — rooted in real understanding and designed to reflect the values and behaviors we expect from our human teams. Authentic intelligence means AI that doesn’t just simulate empathy or context-awareness, but genuinely supports it. It’s about building systems that communicate with sincerity, adapt to nuance, and respond in ways that feel human, not robotic.  

When AI is both actual and authentic, it becomes a trusted extension of your brand that customers can rely on to deliver thoughtful, respectful, and emotionally intelligent experiences.

Applicable and affordable intelligence

Finally, AI needs to be applicable and affordable. AI as just a tagline on a product does nothing if it doesn’t deliver what the business needs to accomplish its goals. And it shouldn’t break the bank to provide what’s promised. The old adage, “try before you buy,” is a must when it comes to AI. Pricing models need to be straightforward and simple to before the solution is put into production. All ambiguity must be eliminated, and vendors must demonstrate their ability to deliver before significant investments are made.

Affordability also means scalability. AI should be flexible enough to grow with your business — not lock you into rigid contracts or force expensive upgrades just to keep pace with evolving customer expectations. Applicable intelligence is about solving real problems, not chasing hype. It should integrate seamlessly with your existing systems, support your agents without disrupting workflows, and deliver measurable outcomes that justify the investment. When AI is both applicable and affordable, it becomes a strategic asset.

Ready to get real with your intelligence?

So, what does your AI journey look like?  

Is it just a bunch of artificial goals in a PowerPoint presentation, or is it a set of fully deployed virtual agents that treat your customers the same way you expect your human agents to treat them?  

Who can you turn to when you’re looking to create truly authentic experiences with AI? How can you know what your AI will cost once it’s deployed across all the channels you use to service your clients?

These are the questions clients ask TTEC Digital every day. And we have the answers. No matter the vendor, technology, or integrations required, our CX AI consultants will help you choose the tools you need to create AI technology that wows your customers, empowers your agents, and doesn’t break the bank!

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